Exhibitors Herald (Dec 1924-Mar 1925)

Januaiy 31, 1925 EXHIBITORS HERALD 57 LETTERS From Readers A forum at which the exhibitor is invited to express his opinion on matters of current interest. Brevity adds forcefulness to any statement. Unsigned letters will not be printed. Potpourri from Lumpkin Miles, Tex. — To the Editor; The holidays are past, and we hope the blizzards are also. I would like to mention several things that have been discussed (or cussed) in the Herald if you will donate the space. First I would like to ask Brother Anderson of Forks, Wash., if any of his patrons come to see the cigarettes and cuss words he displays on the screen? Ask them and my guess is nine out of ten will object. Now about United Artists. I have been laying off of them for three years because their price was higher than I could afford to pay. I didn’t cuss them though, for I figured if I had pictures to rent I’d get all I could for them. I found plenty of subjects to run at a price I could afford and used them. Some months ago a United Artists’ salesman came along and wanted to sell me some service. I told him their prices were more than I could pay. He produced a list of about forty pictures, made six exemptions and told me I could pick the rest at (I thought) a very reasonable price. I asked him how many I would have to book and he said one or more as suited. Result ! I finished thirty bookings New Year’s night to above average attendance. And here we have Average again, which has been discussed and I’m after that plush bound Herald (or a ten years’ subscription will do). If I run fiftytwo programs on Saturday for a year and my gross receipts are ^2,600 I call my Saturday average $50. A picture coming under that (conditions considered) is below an average. If it goes over $50 it’s above an average. As to Plain Fools, I’ve nothing to say. I’m it. I would like to know (approximately) the size of a small town. I am sure places all the way from 100 to 4,000 population have been designated as small towns. Now just what is meant by small towns? And, Please, what is an Independent Distributor and an Independent Exhibitor? I’m not it. I have to do just as the other fellow says. I would like for the boys who haven’t tried it, to leave a week open some time and run a serial through that week giving a free show Monday and have the rest of the week pay nights. It has proved very satisfactory to my patrons, and that is satisfactory to me. (Dne a year old or older can be bought reasonably and three episodes and a comedy make a good program. Try it and report. I’m watching for the report. Send the Plush bound to the above address. — J. W. Lumpkin, Cupid theatre, Miles, Tex. Why Pictures Are Long Oberlin, Kan. — To the Editor: I have discovered one reason for the extra length of so many of our present day shows. The first reel runs something like this. Kitchen, Breakfast nook and Bath. Adapted from the Coalheavers Gazzette story. The thirty cent Beefsteak, by Peter B. Kind. Scenario by June July. Directed by Bill D. Mile. Passed by the Censors. Approved by National Board. “Kansas grows the best wheat in the world.’’ Gowns by I. Dressum. Phil Poundum, head carpenter. Mike Mop, a studio janitor. Technical director, K. N. Itall. A Scar-a-Mount picture. Music by Hi Note. Electrical effects by Killa Watt. Jewelry by the Fakum Jewel Co. Studio heated by Kuickheat Koal. All rights reserved in the United States, Great Britain and Kansas. Makeup material furnished by Greasepaint Mfg. Corp. Cut and as sembled by Sam Snipem. Suggestions by entire cast. Copyright 1900. Art titles by Art Dobin. Chorus girls costumes by Exclusive Bead Co. Autos used made by Fearless Car Co. Historical settings by A. N. Cient. Cineamatography by I. Crankem and U. Shootem. Cameras made by Cineoe Camera Corp. The only picture ever made on Alaskan soil. End of Reel One. Reel Two follows immediately. Reel Two being partly pictures, cannot be reproduced here. I notice what M. Hoefs of Ft. Stockton, Tex., has to say about reels. I agree with him, and the worst kind is the one that has had the hub so bent that it is off center, so that the film jerks at each revolution, and breaking the film about as often. The best reel I have ever found is the kind you get once in a thousand, made of heavy steel wire welded. It is light, strong and easy to get your fingers in to thread. The uniform contract calls for so much a foot for all film damaged. Why not put in a clause giving the exhibitor 10 cents a foot for each foot the titles and leaders are short in the films. If they did this, the distributor would often owe us money. Doesn’t it make you mad to have a leader that explains some deep part of the plot flash on the screen, then when you have read the first word, to have it flash off again? Then the audience blames the operator.— R. Ross Riley, Wigwam theatre, Oberlin, Kan. He Beat “Free Movies” Colby, Wis.— To the Editor : It has been some time since you have heard from me COMING George. MelFord production